Quality Score Is Your Ad Tax Rate

Google's Quality Score (1–10) measures the relevance of your ad, keyword, and landing page. A higher Quality Score reduces your cost-per-click and improves your ad position simultaneously — giving you better placement at a lower price. A low Quality Score means you pay a premium for worse placement.

The Three Pillars of Quality Score

  • Expected CTR: How likely is your ad to be clicked when it appears? Improve with better ad copy
  • Ad relevance: How closely does your ad match the search intent? Improve with tighter keyword-ad alignment
  • Landing page experience: How well does your landing page serve the searcher? Improve speed and relevance